|
|
I am currently pursuing my Ph.d on the topic of "Marketing Audit: Understanding the Strengths and Weaknesses of Companies." I am using Confirmatory Factor Analysis for the models of
1) Market Fit, 2) Market Orientation,3) Familiarity of Marketing Audit 4) Practice of Marketing Audit 5) External Environment 6) Generic Strategies 7) Organizational Culture 8) Market Strength.
Hypothesis: 80
Software being used are: SPSS 17 and IBM SPSS AMOS 21
I have collected data from 216 companies of India through a set of 11 questionnaire (7 point likert scale)
I would like to seek your guidance on the topic and my steps. Do you think that my data analysis is moving in the right direction. Please provide me your valuable inputs.
|
Locked
